So, rather than the score being a dimensionless good-or-bad scale, it's a meta analysis of the reviews, judged on multiple dimensions. This means that some companies/restaurants/products simply don't provide enough information for me to form a conclusion despite having a number of reviews that lean towards either "good" or "bad". And that's ok, because the very fact that I've considered so many different dimensions also tells me that there isn't necessarily a single absolute best option.
This, in my mind, seems like a more accurate depiction of reality than blindly ranking by number of 5 star reviews.
Honestly, I don't see how to trust reviews if the reviewers have no skin in the game (either their reputation or money). If identities and reputations can be faked/generated at low cost, then we're back to just money. Honestly, one theory of advertising (like McD and bigC) is that they throw money at pretty ads to convince you that lots of people have given them money so they must be good... it's pay to play, but it's not completely wrong. Limiting reviews to those who have actually bought the item also helps, if you time limit/delay it and weight by the cost of shipping/stocking.